BibTex Citation Data :
@article{JIAB7314, author = {Harry Barus and Nawazirul Lubis and Sari Listyorini}, title = {PENGARUH EKUITAS MEREK ( BRAND EQUITY ) TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE BLACKBERRY (Studi pada Mahasiswa Program S1 Jurusan Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik)}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {4}, number = {1}, year = {2014}, keywords = {Brand Awareness, Perceived Quality , Brand Associations , Brand Loyalty and Purchasing Decision}, abstract = { This research aim is to know the influence of the brand awareness, perceived quality , brand associations , brand loyalty to the Purchasing Decision of Blackberry Smartphone. The type of research that used is explanatory research which is using population of a number of active student from Undergraduate Program of Bussiness Administration .Population that is used is about 88 respondents with sample taken method using purposive sampling ( sample taken method using some considerations). The technique to get data in this research is interview and questioner as the collecting data instrument. The result of the statistic test and F test known that the brand awareness , perceived quality , brand association , and brand loyalty simultaneously have positive influence and significant to the purchasing decision. This can be seen from the result test of determination coefficient influence of brand awareness , perceived quality , brand association , and brand loyalty simultaneously have positive influence and significant to the purchasing decision as big as 0,604 or 60,4 %. }, issn = {2746-1297}, pages = {328--334} doi = {10.14710/jiab.2015.7314}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/7314} }
Refworks Citation Data :
This research aim is to know the influence of the brand awareness, perceived quality , brand associations , brand loyalty to the Purchasing Decision of Blackberry Smartphone. The type of research that used is explanatory research which is using population of a number of active student from Undergraduate Program of Bussiness Administration .Population that is used is about 88 respondents with sample taken method using purposive sampling ( sample taken method using some considerations). The technique to get data in this research is interview and questioner as the collecting data instrument.
The result of the statistic test and F test known that the brand awareness , perceived quality , brand association , and brand loyalty simultaneously have positive influence and significant to the purchasing decision. This can be seen from the result test of determination coefficient influence of brand awareness , perceived quality , brand association , and brand loyalty simultaneously have positive influence and significant to the purchasing decision as big as 0,604 or 60,4 %.
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